Asian cuisine is either the second or third largest ethnic category in the US, depending on whether Italian is included in the definition. Indeed, the top three cuisines—Italian, Hispanic and Asian—are all regarded as standard components of the national diet (rather than as ethnic options). Demographic and social changes help drive demand for ethnic foods and drinks and this involves specific ethnic groups as well as other consumers (including world travellers) simply looking to broaden their horizons.
Asian flavors and foods are an integral part of the US diet and this trend seems set to continue. With many national Asian cuisines now established in the retail market—or on the way via the restaurant sector—demand for Asian food is becoming even more focused on authenticity. Next-generation products are true-to-region, often spicier and stronger-flavored and are moving further into the consumer consciousness. Put simply, more consumers are recognizing the vast variety of eating habits and diets in such a large and diverse region.